Did Dominos need a focus group to find out it’s pizza crust tasted like cardboard, or it’s sauce like acidic canned tomatoes? No, the group just confirmed what they knew to be true. Fix what’s broken, then run a self-deprecating ad campaign to get your back in your customers good graces.
Kudos to Dominos. The personalization used is killer. You may not be able to go one-to-one everywhere, but you need to start building brand evangelists one at a time. Without seeing their revenue numbers I’d bet this latest campaign (and better pizza) should give them a bump.
Should you spend time pulling together a focus group, or fixing what you know to be broken?
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